Situational Analysis:

Lynx deodorant has been a UK youth icon for 17 years. Used by of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Label's equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success; fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.

Market share, profitability and sales The Lynx market share for body sprays is at 80%, in the deodorants and antiperspirants it has only 18% share. More than 1.7 million cans of Lynx deodorant have walked off supermarket shelves since the campaign started in late November and more than 500,000 people have flocked to the Lynx Jet website to download a line-up of saucy TV commercials and to book ticket. The deodorants and body spray market had sales of 548 million in 2010, penetration is nearing total and the majority of adults use deodorants as part of their daily grooming rituals. It is, therefore, to some extent buffered from the impact of the current gloomy economic climate. Deodorant penetration is close to total in the UK (94% of women use the product and 87% of men), though women are more likely than men to use such products daily.
http://www.smh.com.au/news/business/fantasy-airline-takesoff/2006/02/08/1139379573717.html accessed on the 16/05/2011 http://ivythesis.typepad.com/term_paper_topics/2009/12/marketing-communication-planlynx-deodorant.html

Current target markets

Lynx brand products are consistently targeted to 18-25 year old males, whereby their target group buyers are at the age of between 13 and 24 years those who like a product more fashionable and very good smell that make the angels falls. http://www.economypoint.org/a/axe-deodorant.html accessed on the 16/05/2011.)

Lynx positioning map

Expensive

Long lasting

Dove Smell Lynx

Gillette Cheap

P.E.S.T.
Political factor Terror acts may affect trade negatively EU regulations such as REACH may thwart innovation and creativity in dove due to increased call for testing Higher or increased lynx product may affect consumers` disposable income Economical factor Due to strong UK economy consumer confidence high and people like to spend on luxury items such as dove

Social factor British men tend to use less lynx than other European men British men see lynx are something to be used on special occasion

Technological factor Growing popularity of social network encourages companies advertise online Modern technologies boost new sampling innovations.

Lynx competition
These are some of the competitors of lynx deodorants; Sure for me Body spray and Power Stick deodorant body spray from A.P Deauville Body spray from Right Guard Adidas.

SMART Objectives:
Objectives: Change peoples perception and reposition Lynx from a teenager deodorant to a more mature, sophisticated and luxury product, within 6 months of advertising Target consumers aged between theirs 25 to 40, with higher incomes Increase customer awareness of the change Lynx undertook, over the 6 months of advertising

LYNX Strategy
The target market and the audience

The new target market of Lynx would be people with higher income, with the age between theirs (25 to 40) mainly city workers, who can afford luxury products and are interested in fashionable and refined products. Strategies The Pull strategy would be more effective in changing the customer perception, as it targets directly from the manufacturer to the consumer, followed by demand from the consumer to the retailer and then to the wholesaler. In comparison, the Push strategy advertising goes from manufactures to wholesalers to the retailer and lastly the consumer. This can also be applied by LYNX but it would be on the second stage, due to the fact that it is time consuming and would reach the customer later. Another strategy Lynx can apply is the profile strategy, which can

help change the corporate image to the stakeholders and enhance the company and product image through activities such as public relations. Future Lynx Positioning Map

Expensive LYNX LOreal Dove Economic/ Short lasting Gillette Brut Task Cheap Long lasting Sporty

After the campaign has been launched, if it proves successful, Lynx is expected to be positioned as a more expensive and long lasting product. http://ivythesis.typepad.com/term_paper_topics/2009/12/marketing-communicationplan-lynx-deodorant.html http://ivythesis.typepad.com/term_paper_topics/2009/06/marketing-communicationplan-for-a-selected-product-or-service.html

Action Plan- Tactics:

Media Choice:

In order to reposition Lynx from a teenagers product to a more mature, sophisticated, luxury brand, which people with higher income such as business men and managers, the company, needs to advertise heavily. Different methods of advertising can be used in order to achieve this objective, such as: TV, magazines, online advertising and viral marketing and posters.

TV channels:

By sponsoring and advertising on TV channels such as Channel 5 and Dave, during shows such as Top Gear and Fifth Gear the company will manage to reach their target market, as business men will be interested in luxury cars, which these shows are well known for reviewing. Magazines:

Fashion, fitness and car magazines are also good methods of reaching the target market, as wealthy customers usually read those type of magazines and therefore Lynx will increase public awareness of their reposition of the brand and new products. By setting adverts on magazines such as: Mens Health(back cover), Mens Fitness, GQ(front cover), Top Gear(back cover), Lynx will gain new customers and increase customer awareness of new products and their change in strategy. Posters:

Setting posters in the London area, at bus stops and on buses, especially in central areas such as Oxford Circus, Baker Street, Harrow and Selfridge will also increase customer awareness and will attract new customers. A celebrity such as Jason Statham, dressed smart, in a suit could be used in posters, which will help increase the market share. Online activities:

A website on which Lynx can advertise their new products and flavours and which customers can order free samples will help gain new customers. Also, loyal customers such as teenagers might go with the brand and start using the new products, which can be advertised through viral marketing through social networks such as Facebook and Tweeter, as well as YouTube. Phone Applications and celebrities:

As the phone application market is extremely wide and still growing, Lynx could create a wallpaper with a black background, the name Lynx in silver, a luxury car such as Mercedes and a celebrity such as David Beckham or coming out of the car. Also, they can create an application where people can find top retailers where they can find the product.

Sponsorship and Personal Selling (samples):

They could sponsor event such as the Windermere Air festival in July and Champions League finals in May and the end or during the events use personal selling and have employees hand people free samples of their new product. Therefore, they will manage to increase sales and their market share, as well as make people aware of the repositioning of the brand. Public Relations:

Lynx could use press releases and mail shots in order to advertise to the wholesalers and retailers, as well as the customers. Therefore, they ensure that the wholesalers and retailers will buy their products and have a good spot on their shelves, which will increase customer awareness of the new products and will increase demand and sales. Trade shows:

The company could attend trade shows, in which they can show other businesses their latest products. Therefore, they ensure constant sales to retailers and therefore increased sales and demand. New packaging design:

The new packaging will be silver with the logo Lynx written in black and a round shape. Promotional packages will involve a metal case with a deodorant, aftershave and perfume, all with the design mentioned above. Message:

The message will be: I have LYNX!, which will attract the customers and influence them to purchase the product.

Budgets:

Public relations: For public relations, Lynx will allocate a budget of 15,000, as they will use it only two weeks and therefore the costs will not be as high. The result will be increased

public awareness of their new products and the change in the product type. The costs will cover the press releases and their publisher. Trade shows: The expense for trade shows will be 30,000 due to the fact that there are 4 weeks in which they will do this. Lynx will manage to gain wholesalers and retailers who will buy their products and put them on their shelves, which will increase profits. The money will go to the preparation for the trade shows and the staff presenting the products. Magazines: Advertising for 5 months, but only 7 weeks will force Lynx to have a budget of 35,000 in order to increase customer awareness. The costs will go to the production of the posters and the magazines which will advertise the product. http://www.marketingminefield.co.uk/traditional-marketing/print-advertising/costs.html TV channels: A budget of 250,000 will be allocated for TV advertising, as Lynx will sponsor channels such as ITV 1, Channel 5 and Dave and will also advertise on them. Therefore, the target market will be reached and sales will increase, as well as market share. http://www.marketingminefield.co.uk/traditional-marketing/televisionadvertising/campaign-cost.html Sponsorship: A budget of 10,000 will be allocated to sponsoring and preparing events such as the Windermere Air Festival. Therefore, customer awareness of the change in the product range increased. Online advertising: Due to the fact that many online advertising campaigns are free, such as opening your own website or creating a Facebook profile, a budget of only 5,000 will be allocated, in order to advertise on Youtube through viral marketing.

Personal selling: The wages of the people advertising and promoting the new products will cost Lynx around 15,000. Posters: Due to the fact that a celebrity will need to be paid, which is very expensive and the cost of the production of the posters as well as the cost of advertising on buses and bus stops, Lynx will have a budget of 120,000 allocated. Total: The total of the campaign will be 480,000, but Lynx will have an extra 100,000 in case the campaign needs to be furthermore enhanced or in case they need to change strategy, leading to a 580,000 budget for the advertising campaign. http://www.marketingminefield.co.uk/traditional-marketing/televisionadvertising/campaign-cost.html Estimated budget calculation: ( available on the appendix two)

Action plan:
Media plan for new LINX deodorant (Six months length)

Plan breakdown

Months (6)
Number of weeks (24)

May
W 1

June

July

Aug.

Sep.

Oct.

W W W W W W W W W W W W W W W W W W W W W W W 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Press release
Public relation

Mail shots to retailers/wholesalers

X X Exhibition

Trade show
Mens health (Ob. C.) GQ for men (font C.) Mens fitness(Ob. C. Time magazine X X X X X X X X X X X X x X X X

Magazines

Top Gear /F1 Racing magazines (Ob. C.) Sport Management Spot

X X X X X X X X X X X X

TV

sponsor, channel 5 Pro. Fifth Gear Sponsor ,ITV 1 all the Important sport events (e.g. champion league final 28/05/11) Windermere Air festival (23/24-07/11) Viral marketing (facebook/tweeter/ YouTube ) After special events In shopping centres London area(majors shopping centre celebrity (Jason Statham) Bus stops intercity and also poster on the buses X

x x x x x x x xx x x x

TV

Sponsorship

x x x x x x x x x x x x x x xx x

Online campaign Personal selling (Give samples) Bill Posters

x x x x x xx x x

x x x x x

xx x x x x x x x x x x

Control Methods:
The control methods that will be used are: Market research- Primary and secondary market research methods will be used in order to see whether the advertisement campaign has been successful or not. Testing pilot testing will be one of the methods used to measure the effectiveness of the product and the demand Focus groups and sample groups will also be used in order to see the response of the market to the change Lynx adopted. The measurement methods in other to evaluate whether the advertisement has been successful will be based on: Sales ( comparing the sales forecast at the end of each month against the previous month) Enquiries and demand (set up a questionnaire that would measure the effectiveness of the advertising campaign and the effectiveness of the new product)

Conclusion:
There are many factors, such as the competitors, the changing environment, change in taste and desire of the customers, which need to be taken into account by Lynx before launching such a campaign, in order to change their image. However, even by taking into account all the factors mentioned above, there is no guarantee that the campaign will be successful and that people will perceive Lynx as a luxury item. Therefore, there is the risk of losing huge amounts of money, as well as time.

(Appendix on estimated budget)

Advertisement Public Relation
Exhibition TV Magazine Sponsorship Online campaign Personal selling (Give samples) Bill Posters TOTAL

Estimated cost budget 15,000 30,000 250,000 35,000 10,000 5,000 15,000 120,000 480,000

Length 2 weeks 4 weeks 3 months 5 months 2 days 4 months 8 weeks 3months and 2 weeks (6 MONTHS )

Bibliography:

http://www.smh.com.au/news/business/fantasy-airline-takesoff/2006/02/08/1139379573717.html accessed on the 16/05/2011 http://ivythesis.typepad.com/term_paper_topics/2009/12/marketingcommunication-plan-lynx-deodorant.html

http://www.economypoint.org/a/axe-deodorant.html accessed on the 16/05/2011 http://ivythesis.typepad.com/term_paper_topics/2009/12/marketingcommunication-plan-lynx-deodorant.html accessed on the 17/05/2011

http://ivythesis.typepad.com/term_paper_topics/2009/06/marketingcommunication-plan-for-a-selected-product-or-service.html accessed on the 17/05/2011 http://www.marketingminefield.co.uk/traditional-marketing/printadvertising/costs.html accessed on the 17/05/2011

http://www.marketingminefield.co.uk/traditional-marketing/televisionadvertising/campaign-cost.html accessed on the 17/05/2011 http://www.marketingminefield.co.uk/traditional-marketing/televisionadvertising/campaign-cost.html accessed on the 17/05/2011